Introduction
Ferrero is an Italian manufacturer of branded chocolate and confectionery products and it is the third biggest chocolate producer and confectionery company in the world. It was founded in 1946 in Alba, Piedmont, Italy, by Pietro Ferrero, a confectioner and small-time pastry maker who laid the groundwork for Nutella and famously added hazelnut to save money on chocolate. The company saw a period of tremendous growth and success under Pietro's son Michele Ferrero, who in turn handed over the daily operations to his sons. His son Pietro, who oversaw global business, died on April 18, 2011, in a cycling accident in South Africa at the age of 47.
The Ferrero Group worldwide – now headed by CEO Giovanni Ferrero – includes 38 trading companies, 18 factories, approximately 21,500 employees and produces around 365,000 tons of Nutella each year. Ferrero International SA's headquarters is in Luxembourg. Ferrero is a private company owned by the Ferrero family and has been described as "one of the world's most secretive firms". Reputation Institute's 2009 survey ranks Ferrero as the most reputable company in the world. The recently announced financial results for the fiscal year ending August 31, 2016 showed consolidated sales growth of 8.2% from the previous fiscal year.
Ferrero Rocher is an Italian confectionery company known for its chocolate and hazelnut praline treats wrapped in golden foil. Since being introduced in Europe in 1982, it has expanded to over 55 countries globally. Ferrero Rocher uses a mix of demographic and psychographic segmentation to target college students, couples, and children. It positions itself as offering high-quality, nutritious products. The brand's unique golden packaging and gift boxes have contributed to its worldwide popularity.
Pietro Ferrero started Ferrero SpA in 1946 in Italy by inventing a hazelnut and cocoa cream called Giandujot. With his brother Giovanni, they created a company to produce and market the product. After Pietro's death, his son Michele relaunched the recipe as Nutella in 1964. Nutella became a global brand as the company expanded production and offices internationally following World War II. Today, Ferrero is the world's largest consumer of hazelnuts and one of the largest confectionery companies, generating over €8 billion in annual revenue with products sold globally.
The Ferrero family transformed a small pastry shop into an international confectionary company based in Italy. In the 1940s and 50s, Michele Ferrero and his father Pietro invented popular products and began opening production sites abroad. By the 1960s and 70s, Ferrero had established offices and factories across Europe and became a global brand, expanding into North and South America, Asia, Africa, and Australia. In 2015, Ferrero further expanded its operations through acquisitions in Turkey and the UK.
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
1. Cadbury won the exclusive right to use its signature purple color (Pantone 2685C) on packaging over 100 years ago and has kept this color identity.
2. The 1997 "Freebird" commercial conveyed a strong message of freedom and happiness using imagery of a couple freeing caged pigeons while enjoying Cadbury.
3. After worms were found in some Cadbury chocolates in 2003, the brand invested heavily to upgrade packaging and launch a PR campaign featuring Amitabh Bachchan, rebuilding its wholesome image.
The ppt is about Cadburys history and its functions in two different countires i.e India & UK. Cadbury a multidomestic product have different operation, marketing strategy in India & in UK. Even the taste is different when it comes to Uk's cadbury made by hersheys & Mondelez's cadbury in India. It also discusses the worm issue which Cadbury faced and how did they tackle it.
Indonesia is the third largest producer of cocoa in the world. Ferrero Rocher is a chocolate product made of whole hazelnuts coated in milk chocolate and surrounded by Nutella filling, encased in walnut. While Ferrero Rocher is a unique product, it faces challenges in Indonesia as a less popular brand that is quite expensive compared to local competitors. However, Indonesia represents a large potential market for the product given the country's growing economy and consumption.
Ferrero is a confectionery company founded in 1946 in Italy that owns Nutella. It now has 25,000 employees, 18 factories worldwide, and $10.6 billion in annual revenue. In 2013, Ferrero invested $60 million in a hazelnut project in Australia to establish farms to locally source hazelnuts and generate employment. The company strives to understand consumer preferences and modify products accordingly through market testing and research.
Ferrero Rocher is an Italian confectionery company known for its chocolate and hazelnut praline treats wrapped in golden foil. Since being introduced in Europe in 1982, it has expanded to over 55 countries globally. Ferrero Rocher uses a mix of demographic and psychographic segmentation to target college students, couples, and children. It positions itself as offering high-quality, nutritious products. The brand's unique golden packaging and gift boxes have contributed to its worldwide popularity.
Pietro Ferrero started Ferrero SpA in 1946 in Italy by inventing a hazelnut and cocoa cream called Giandujot. With his brother Giovanni, they created a company to produce and market the product. After Pietro's death, his son Michele relaunched the recipe as Nutella in 1964. Nutella became a global brand as the company expanded production and offices internationally following World War II. Today, Ferrero is the world's largest consumer of hazelnuts and one of the largest confectionery companies, generating over €8 billion in annual revenue with products sold globally.
The Ferrero family transformed a small pastry shop into an international confectionary company based in Italy. In the 1940s and 50s, Michele Ferrero and his father Pietro invented popular products and began opening production sites abroad. By the 1960s and 70s, Ferrero had established offices and factories across Europe and became a global brand, expanding into North and South America, Asia, Africa, and Australia. In 2015, Ferrero further expanded its operations through acquisitions in Turkey and the UK.
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
1. Cadbury won the exclusive right to use its signature purple color (Pantone 2685C) on packaging over 100 years ago and has kept this color identity.
2. The 1997 "Freebird" commercial conveyed a strong message of freedom and happiness using imagery of a couple freeing caged pigeons while enjoying Cadbury.
3. After worms were found in some Cadbury chocolates in 2003, the brand invested heavily to upgrade packaging and launch a PR campaign featuring Amitabh Bachchan, rebuilding its wholesome image.
The ppt is about Cadburys history and its functions in two different countires i.e India & UK. Cadbury a multidomestic product have different operation, marketing strategy in India & in UK. Even the taste is different when it comes to Uk's cadbury made by hersheys & Mondelez's cadbury in India. It also discusses the worm issue which Cadbury faced and how did they tackle it.
Indonesia is the third largest producer of cocoa in the world. Ferrero Rocher is a chocolate product made of whole hazelnuts coated in milk chocolate and surrounded by Nutella filling, encased in walnut. While Ferrero Rocher is a unique product, it faces challenges in Indonesia as a less popular brand that is quite expensive compared to local competitors. However, Indonesia represents a large potential market for the product given the country's growing economy and consumption.
Ferrero is a confectionery company founded in 1946 in Italy that owns Nutella. It now has 25,000 employees, 18 factories worldwide, and $10.6 billion in annual revenue. In 2013, Ferrero invested $60 million in a hazelnut project in Australia to establish farms to locally source hazelnuts and generate employment. The company strives to understand consumer preferences and modify products accordingly through market testing and research.
A SWOT analysis of Ferrero Rocher identifies its strengths as offering a quality, luxury product with high brand awareness due to the popular Ferrero brand. It has captured a huge market share in boxed chocolates. However, its weaknesses include being highly priced and not widely advertised. Opportunities exist in introducing new flavors to gain market share and increasing awareness of chocolate's health benefits. Threats come from potential imitation, economic downturns, high competition, and replacing trends like nutri-bars.
The document provides an analysis of Cadbury Dairy Milk brand in India. It outlines the objectives of conducting a brand audit of Dairy Milk to understand its strengths in the chocolate segment. The audit covered Dairy Milk's communication strategies, innovative ad campaigns, and emotional connection with customers. It also analyzed Dairy Milk's branding aspects, market segmentation, pricing and distribution strategies, advertising campaigns, product lifecycle, brand portfolio, and SWOT analysis. The document concluded with opportunities for Dairy Milk such as introducing sugar-free products and international flavors.
Nestle is a top global food company established in 1866 in Switzerland. It has over 2000 brands worldwide in categories like baby food, beverages, cereals, chocolate, coffee, and pet food. Nestle has strong brand equity built through consistent quality, trustworthy relationships with customers, and corporate social responsibility initiatives to reduce environmental impact.
The document provides an overview of Hershey's Kisses chocolates. It discusses the origin and history of the product, including how it was first introduced in 1907 and gets its name from the machine that produces it. Over time, the company introduced different colored wrappers to coincide with holidays like Christmas, Easter and Valentine's Day. Now there are various seasonal flavors available as well. The document also gives background information on the overall Hershey company, outlining its stages of development from the late 1800s to present day. It establishes Hershey as the largest chocolate producer in North America with a wide range of iconic brands that are known globally.
The document provides information on the origins and history of chocolate, the forms and market for chocolate in India, and details about Cadbury's operations and products in India. It traces the origins of chocolate to ancient Central American civilizations, and details how it spread to Europe and England. It then discusses the major forms of chocolate and the growing market potential in India. The document outlines Cadbury's business operations, best-selling products, pricing, distribution channels, and competitive landscape in India.
1. The document is a presentation submitted to Honey Madam about Cadbury, a leading global confectionery company known for its chocolate, gum, and candy brands.
2. It provides a brief history of Cadbury starting in 1824 when John Cadbury opened a small grocery shop in Birmingham and began making chocolate.
3. Key facts about Cadbury's operations, products, and global presence are highlighted along with strategies for increasing market share in India.
Market segmentation of the brand CadburyTonmoy Bora
The document discusses market segmentation and Cadbury Dairy Milk chocolate. It describes how Cadbury segments the market demographically by age, gender, income, and behaviorally by occasions and user status. It then discusses Cadbury's targeting, positioning, branding, and packaging strategies. The key aspects covered are Cadbury's segmentation of its target market and an overview of its branding and marketing approaches.
Here are the key details about Cadbury's overall turnover:
- The total confectionery market in India is valued at approximately 41 billion Indian rupees.
- The total annual turnover in terms of tonnage produced is approximately 223,500 tons of confectionery.
- Urban areas account for approximately 73% of the total confectionery market share. Rural areas make up the remaining 27%.
- Given that over 50% of Indians live in rural areas, the rural market remains largely untapped relative to its potential. Tapping further into rural markets could provide significant growth opportunities for confectionery companies like Cadbury.
Complete ppt of cadbury by KIRAN SHAUKATKiran Shaukat
Cadbury is a global confectionery company with annual revenues of $50 billion. Its vision is of a peaceful, equitable society based on social justice. Cadbury's mission is to deliver quality products. It has many product lines including Cadbury Dairy Milk, Cadbury Roses, and Cadbury Drinking Chocolate. Cadbury's strategies include emphasizing quality, launching innovative products, and communicating the benefits of its products through affordable advertising.
Nestlé is the world's largest food and beverage company with over 2,000 brands. In the UK, Nestlé is strongly associated with confectionary, coffee, and cereal brands like KitKat, Nescafé, and Shreddies. While Nestlé has negative perceptions due to past issues, it maintains a 15% market share in confectionary through strong branding of popular brands. Nestlé uses brand acquisitions and innovations to enhance its image and limit competitive threats.
Colgate has been in business since 1806 starting as a soap and candle company. It introduced toothpaste in jars in 1873 and collapsible tubes in 1896. Today it focuses on oral care, personal care, home care, and pet nutrition, selling products in over 200 countries. Colgate promotes its toothpaste, toothpowder, and mouthwash through innovative packaging and advertising strategies. It has implemented successful marketing strategies like partnering with dentists and targeting rural markets for growth. While it faces competition and pressure to lower prices, Colgate remains a market-leading brand with high visibility and customer loyalty due to its long history and financial strength.
This document provides an overview of Cadbury and Nestle, two major confectionery companies. It discusses their histories, products, operations, health and safety practices, and market shares. Cadbury was founded in Birmingham, England in 1824 and is best known for its Dairy Milk chocolate bar. Nestle was established in 1867 in Switzerland and produces around 6,000 brands including Nescafe coffee and Maggi soups. While Cadbury remains more popular in India, Nestle has a larger global presence operating in over 60 countries worldwide.
Ferrero, the maker of Nutella, plans to expand into the US market by targeting 3 segments: children ages 4-13 and their parents, college students, and wealthy individuals in the South. The plan is to increase brand awareness, market share, and profits by 35% within 3 years through advertising, product placement in supermarkets, and promotional activities like samples and coupons. Financial projections estimate $1.2 million in annual sales growing 50% over the next 2 years.
Nestle is a large food company headquartered in Gurgaon, India with regional offices in major cities. Its vision is to be the world's leading food company and its mission is to provide consumers with the best tasting, most nutritious choices. Kit Kat is one of Nestle's most popular chocolate brands, known for its wafer and chocolate taste. Kit Kat is manufactured in over 100 countries and is the best-selling chocolate bar in the UK. The manufacturing process and popular Nestle chocolate brands like Kit Kat and Frozen Desserts are discussed in the document.
Marketing : Repositioning Strategies of Cadbury Dairy MilkRohan Bharaj
Cadbury Dairy Milk has become synonymous with chocolate in India through effective positioning strategies. It has associated itself with emotions, celebrations, and achievements through memorable ad campaigns. By introducing variants, it provides reasons for repeat purchases and caters to anyone and everyone by portraying that every time is a time for Dairy Milk. With widespread availability and affordable pricing, it has become ingrained in Indians' moments of joy and is considered the benchmark for chocolate taste in India.
complete presentation on all aspects regarding Nestle brand
we present in our university( MUHAMMAD NAWAZ SHAREEF UNIVERSITY OF AGRICULTURE MULTAN .And got first position in the department of BBA-Agribusiness.
all data is collected from a reliable sources with the help of NESTLE focal persons and international marketers.
This document provides an overview of Cadbury India and its leading chocolate brand Cadbury Dairy Milk. Some key points:
- Cadbury India controls over 67% of the Indian chocolate market and Dairy Milk is considered the "gold standard" chocolate brand.
- Cadbury began operations in India in 1948 and today has six manufacturing facilities and four sales offices. Its signature purple logo and packaging are highly recognizable.
- The Indian chocolate market is growing rapidly at 15-23% annually and is projected to reach 341,609 tons by 2018. However, per capita consumption remains low at 165 grams compared to other countries.
- Cadbury dominates various chocolate segments in India such as bars, count
Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion annually in sales across 80+ countries. In an effort to establish Dove as a "Masterbrand" spanning personal care categories, Unilever launched the "Campaign for Real Beauty" to position Dove as challenging stereotypical beauty standards. The multi-stage campaign involved controversial ads featuring "real" women and a viral video depicting daughters' low self-esteem. While criticized for its choice of models, the campaign increased awareness and sales, growing Dove's brand value by $1.2 billion according to 2006 estimates. Unilever complemented advertising with public relations, promotions, and the Dove Self-
Ferrero is an Italian company founded in 1946 by Pietro Ferrero that is now one of the world's largest chocolate companies. It produces popular products like Ferrero Rocher, Nutella, Tic Tacs, Kinder products, and Raffaelo that are sold globally. The document concludes that Ferrero's products like Kinder and Ferrero Rocher are widely known among both children and adults.
The document provides an overview of the confectionery industry in India. It discusses key aspects of the industry including what confectionery is made of, major players in the Indian market like Parle and Perfetti Van Melle, and popular brands. It also covers the growth of the organized confectionery segment in India, the market share of different product categories, and marketing strategies of leading brands like Alpenliebe and Big Babol. In conclusion, it predicts further growth in the industry driven by new product innovations and increasing targeting of adult consumer segments.
A SWOT analysis of Ferrero Rocher identifies its strengths as offering a quality, luxury product with high brand awareness due to the popular Ferrero brand. It has captured a huge market share in boxed chocolates. However, its weaknesses include being highly priced and not widely advertised. Opportunities exist in introducing new flavors to gain market share and increasing awareness of chocolate's health benefits. Threats come from potential imitation, economic downturns, high competition, and replacing trends like nutri-bars.
The document provides an analysis of Cadbury Dairy Milk brand in India. It outlines the objectives of conducting a brand audit of Dairy Milk to understand its strengths in the chocolate segment. The audit covered Dairy Milk's communication strategies, innovative ad campaigns, and emotional connection with customers. It also analyzed Dairy Milk's branding aspects, market segmentation, pricing and distribution strategies, advertising campaigns, product lifecycle, brand portfolio, and SWOT analysis. The document concluded with opportunities for Dairy Milk such as introducing sugar-free products and international flavors.
Nestle is a top global food company established in 1866 in Switzerland. It has over 2000 brands worldwide in categories like baby food, beverages, cereals, chocolate, coffee, and pet food. Nestle has strong brand equity built through consistent quality, trustworthy relationships with customers, and corporate social responsibility initiatives to reduce environmental impact.
The document provides an overview of Hershey's Kisses chocolates. It discusses the origin and history of the product, including how it was first introduced in 1907 and gets its name from the machine that produces it. Over time, the company introduced different colored wrappers to coincide with holidays like Christmas, Easter and Valentine's Day. Now there are various seasonal flavors available as well. The document also gives background information on the overall Hershey company, outlining its stages of development from the late 1800s to present day. It establishes Hershey as the largest chocolate producer in North America with a wide range of iconic brands that are known globally.
The document provides information on the origins and history of chocolate, the forms and market for chocolate in India, and details about Cadbury's operations and products in India. It traces the origins of chocolate to ancient Central American civilizations, and details how it spread to Europe and England. It then discusses the major forms of chocolate and the growing market potential in India. The document outlines Cadbury's business operations, best-selling products, pricing, distribution channels, and competitive landscape in India.
1. The document is a presentation submitted to Honey Madam about Cadbury, a leading global confectionery company known for its chocolate, gum, and candy brands.
2. It provides a brief history of Cadbury starting in 1824 when John Cadbury opened a small grocery shop in Birmingham and began making chocolate.
3. Key facts about Cadbury's operations, products, and global presence are highlighted along with strategies for increasing market share in India.
Market segmentation of the brand CadburyTonmoy Bora
The document discusses market segmentation and Cadbury Dairy Milk chocolate. It describes how Cadbury segments the market demographically by age, gender, income, and behaviorally by occasions and user status. It then discusses Cadbury's targeting, positioning, branding, and packaging strategies. The key aspects covered are Cadbury's segmentation of its target market and an overview of its branding and marketing approaches.
Here are the key details about Cadbury's overall turnover:
- The total confectionery market in India is valued at approximately 41 billion Indian rupees.
- The total annual turnover in terms of tonnage produced is approximately 223,500 tons of confectionery.
- Urban areas account for approximately 73% of the total confectionery market share. Rural areas make up the remaining 27%.
- Given that over 50% of Indians live in rural areas, the rural market remains largely untapped relative to its potential. Tapping further into rural markets could provide significant growth opportunities for confectionery companies like Cadbury.
Complete ppt of cadbury by KIRAN SHAUKATKiran Shaukat
Cadbury is a global confectionery company with annual revenues of $50 billion. Its vision is of a peaceful, equitable society based on social justice. Cadbury's mission is to deliver quality products. It has many product lines including Cadbury Dairy Milk, Cadbury Roses, and Cadbury Drinking Chocolate. Cadbury's strategies include emphasizing quality, launching innovative products, and communicating the benefits of its products through affordable advertising.
Nestlé is the world's largest food and beverage company with over 2,000 brands. In the UK, Nestlé is strongly associated with confectionary, coffee, and cereal brands like KitKat, Nescafé, and Shreddies. While Nestlé has negative perceptions due to past issues, it maintains a 15% market share in confectionary through strong branding of popular brands. Nestlé uses brand acquisitions and innovations to enhance its image and limit competitive threats.
Colgate has been in business since 1806 starting as a soap and candle company. It introduced toothpaste in jars in 1873 and collapsible tubes in 1896. Today it focuses on oral care, personal care, home care, and pet nutrition, selling products in over 200 countries. Colgate promotes its toothpaste, toothpowder, and mouthwash through innovative packaging and advertising strategies. It has implemented successful marketing strategies like partnering with dentists and targeting rural markets for growth. While it faces competition and pressure to lower prices, Colgate remains a market-leading brand with high visibility and customer loyalty due to its long history and financial strength.
This document provides an overview of Cadbury and Nestle, two major confectionery companies. It discusses their histories, products, operations, health and safety practices, and market shares. Cadbury was founded in Birmingham, England in 1824 and is best known for its Dairy Milk chocolate bar. Nestle was established in 1867 in Switzerland and produces around 6,000 brands including Nescafe coffee and Maggi soups. While Cadbury remains more popular in India, Nestle has a larger global presence operating in over 60 countries worldwide.
Ferrero, the maker of Nutella, plans to expand into the US market by targeting 3 segments: children ages 4-13 and their parents, college students, and wealthy individuals in the South. The plan is to increase brand awareness, market share, and profits by 35% within 3 years through advertising, product placement in supermarkets, and promotional activities like samples and coupons. Financial projections estimate $1.2 million in annual sales growing 50% over the next 2 years.
Nestle is a large food company headquartered in Gurgaon, India with regional offices in major cities. Its vision is to be the world's leading food company and its mission is to provide consumers with the best tasting, most nutritious choices. Kit Kat is one of Nestle's most popular chocolate brands, known for its wafer and chocolate taste. Kit Kat is manufactured in over 100 countries and is the best-selling chocolate bar in the UK. The manufacturing process and popular Nestle chocolate brands like Kit Kat and Frozen Desserts are discussed in the document.
Marketing : Repositioning Strategies of Cadbury Dairy MilkRohan Bharaj
Cadbury Dairy Milk has become synonymous with chocolate in India through effective positioning strategies. It has associated itself with emotions, celebrations, and achievements through memorable ad campaigns. By introducing variants, it provides reasons for repeat purchases and caters to anyone and everyone by portraying that every time is a time for Dairy Milk. With widespread availability and affordable pricing, it has become ingrained in Indians' moments of joy and is considered the benchmark for chocolate taste in India.
complete presentation on all aspects regarding Nestle brand
we present in our university( MUHAMMAD NAWAZ SHAREEF UNIVERSITY OF AGRICULTURE MULTAN .And got first position in the department of BBA-Agribusiness.
all data is collected from a reliable sources with the help of NESTLE focal persons and international marketers.
This document provides an overview of Cadbury India and its leading chocolate brand Cadbury Dairy Milk. Some key points:
- Cadbury India controls over 67% of the Indian chocolate market and Dairy Milk is considered the "gold standard" chocolate brand.
- Cadbury began operations in India in 1948 and today has six manufacturing facilities and four sales offices. Its signature purple logo and packaging are highly recognizable.
- The Indian chocolate market is growing rapidly at 15-23% annually and is projected to reach 341,609 tons by 2018. However, per capita consumption remains low at 165 grams compared to other countries.
- Cadbury dominates various chocolate segments in India such as bars, count
Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion annually in sales across 80+ countries. In an effort to establish Dove as a "Masterbrand" spanning personal care categories, Unilever launched the "Campaign for Real Beauty" to position Dove as challenging stereotypical beauty standards. The multi-stage campaign involved controversial ads featuring "real" women and a viral video depicting daughters' low self-esteem. While criticized for its choice of models, the campaign increased awareness and sales, growing Dove's brand value by $1.2 billion according to 2006 estimates. Unilever complemented advertising with public relations, promotions, and the Dove Self-
Ferrero is an Italian company founded in 1946 by Pietro Ferrero that is now one of the world's largest chocolate companies. It produces popular products like Ferrero Rocher, Nutella, Tic Tacs, Kinder products, and Raffaelo that are sold globally. The document concludes that Ferrero's products like Kinder and Ferrero Rocher are widely known among both children and adults.
The document provides an overview of the confectionery industry in India. It discusses key aspects of the industry including what confectionery is made of, major players in the Indian market like Parle and Perfetti Van Melle, and popular brands. It also covers the growth of the organized confectionery segment in India, the market share of different product categories, and marketing strategies of leading brands like Alpenliebe and Big Babol. In conclusion, it predicts further growth in the industry driven by new product innovations and increasing targeting of adult consumer segments.
Consumer perception on Nutella
The study is an empirical study based on the survey method and the data is collected with the help of questionnaire. The study is Descriptive research where the data is collected by non-random sampling method.
This document lists and describes 10 of the best chocolate brands in the world. It discusses Ferrero Rocher, Lindt & Sprüngli, and Ghirardelli, describing their origins in Italy and Switzerland and their use of high quality ingredients like roasted hazelnuts, milk, and cocoa. It also mentions Belgian brand Guylian and Lebanese brand Patchi, noting their premium and customized chocolate bars and pralines. Further brands discussed include Toblerone, Cadbury, Mars, Galaxy, and Kit Kat, highlighting their histories dating back to the early 1900s and their iconic products like Flakes bars and Mars bars.
The final project for my Advertising class was to create a yearlong ad campaign for a company of our group's choosing. My teammates and I picked to represent Nutella. Attached is the full campaign book that I designed using Adobe Photoshop.
Nutella is the original Hazelnut spread. Ferrero Group, Nutella’s parent company, was established in 1946. The mission of this advertising campaign is to promote Nutella as a quick and tasty meal solution for families. Our big idea, “Delightfully simple. Irresistibly easy.”emphasizes that idea, which is important because we want to reach our primary target audience of mothers between the ages 6 to 16. Our agency, rAdvertising Group, utilized print, television, and online ads, in addition to a number of brand activation methods in order to appeal Nutella to the those target demographics.
This document discusses the KitKat brand and its history and marketing. It provides details on:
1) KitKat was launched in 1937 and has consistently been one of the best-selling chocolate bars, with strong brand recognition.
2) Nestle acquired Rowntree in 1988 in large part due to the value of brands like KitKat.
3) KitKat faces competition from Ferrero and Mars brands but has maintained its position as a market leader for over 60 years through brand maintenance strategies.
Nestlé is the world's largest food company and produces many popular confectionery brands like Kit Kat, Polo, and Fox candies. The internship report discusses Nestlé's history starting in 1866, its expansion globally, research and development efforts, business review including its large milk collection network in Pakistan, and marketing strategies. It also examines the 4Ps of marketing for Nestlé confectionery products and provides recommendations to improve the business.
Henri Nestle founded Nestle Company in 1866 in Switzerland as a nutritious gruel for children. Today, Nestle is the world's largest food and beverage company with sales of CHF 91 billion in 2005. It employs around 250,000 people in over 70 countries with factories worldwide. Since starting over 130 years ago, Nestle has grown through product innovations and acquisitions to become the largest food company. It markets many popular brands across food categories like coffee, water, dairy, pet food, cereals and more. Nestle has a decentralized structure with each country responsible for its own business operations according to the principle of "Thinking Globally, Acting Locally."
Ferrero was founded in 1942 in Italy by Pietro Ferrero and has since expanded from a small laboratory in Alba to an international confectionary company specialized in snacks, sweets, creams, and drinks. The company remains family-owned and operated, with the administrative headquarters located in Alba where production began. Ferrero focuses on product differentiation, quality ingredients, and promotional campaigns featuring Italian athletes to market its iconic brands like Nutella, Kinder, and Tic Tacs worldwide.
Ferrero is an Italian confectionery company founded in 1946. It produces many popular brands like Nutella, Kinder, and Ferrero Rocher. The company is family-owned and values loyalty, respect, integrity, passion for innovation, and entrepreneurship. Its product mix includes chocolate products under the Kinder and Ferrero brands, as well as mints, chocolates, and hazelnut spread under the Tic Tac, Mon Cheri, and Nutella brands.
The document outlines Nutella's international brand strategy, beginning with an introduction to the product's history and origins in Italy in the 1940s. It then discusses Nutella's diversification into a universal, transgenerational product through various products and targeting both children and families. The document also summarizes Nutella's transparent communication strategy to address controversies through campaigns promoting transparency. It describes Nutella's distribution strategy across grocery stores, malls, and newly opened Nutelleria restaurants. Finally, it performs a SWOT analysis of Nutella's strengths in popularity and branding against weaknesses like limited advertising, before concluding with Nutella's use of the 4Ps of marketing.
The document summarizes the history, products, and operations of Nestle. It discusses how Henri Nestle developed the first condensed milk and infant cereal in the 1860s. Today, Nestle offers over 8,500 brands and 10,000 products worldwide through 487 factories in 86 countries. In Pakistan, Nestle acquired Milkpak in 1988 and has since expanded its product portfolio to include brands like Nido, Milo, Nescafé and Pure Life. The presentation outlines Nestle's strengths in strong brands and innovation, and weaknesses in managing subsidiaries. It also describes opportunities in the Pakistani market and threats from competition and changing consumer tastes.
The purpose of this project work is to provide both theory and practical applications of International Marketing. It will offer research insights from around the globe and show how corporate practices are adjusting to marketplace realities. This edition will include a special focus on the customer journey and the issues of origination, engagement, transaction and post-selling services.
I worked with an international team, made up of students from France.
Kinder Bueno is a chocolate bar made by Italian confectionery company Ferrero. It originated in Germany in 1990 and consists of a hazelnut cream filling wrapped in wafer and smoothly coated in milk chocolate. Ferrero manufactures Kinder Bueno in factories in France and Poland. It packages the chocolate bars individually for portion control and ease of consumption. Kinder Bueno is popular worldwide and is one of Ferrero's most profitable products.
Introduction to flax seed and chocolate
Falxseed and chocolate muffins
Nutrition composition of flaxseed
Health benefits of flaxseed
Flaxseed enriched chocolate muffins floe chart
Packing material
standardisation recipe
Nabisco has been the leading snack maker since 1898 through acquisitions and growth, introducing popular brands like Oreo cookies. However, Nabisco has been reluctant to adapt to trends and focused on producing new versions of existing products. A SWOT analysis identifies Nabisco's strengths as its brand recognition and popularity of Oreo cookies, but weaknesses include declining sales and not catering to health-conscious consumers.
Ferrero Rocher is renowned for crafting authentic experiences. Through its chocolate brands, it has been able to position itself in the list of most famous chocolate brands.
(Driving Digital Media for Business MRK634SDD)
Parle Products began in 1929 as a small company selling sweets and toffees in India. It has since grown to become one of the world's leading biscuit and confectionery companies, with a 40% share of India's biscuit market and 15% share of the confectionery market. Parle is best known for its iconic Parle-G glucose biscuits, which hold a 70% share of the glucose biscuit market in India. The company has large manufacturing facilities in India and is ranked among the most trusted brands.
Kraft Foods owns the Toblerone brand of chocolate. The document provides an overview of Kraft Foods, the history and manufacturing of Toblerone in Switzerland, and Kraft's marketing strategies for Toblerone in Spain. It discusses Kraft's segmentation, positioning, pricing, promotion and distribution of Toblerone in the Spanish market. The summary focuses on key details about Kraft Foods, the Toblerone brand, and its marketing in Spain.
Nestlé is the world's largest food and beverage company present in 189 countries. It has over 2000 brands and its purpose is to enhance quality of life and contribute to a healthier future. Founded in 1866, Nestlé has a long history and now has three ambitions for 2030 related to sustainability. It produces many well-known products globally and regionally like Nescafé, KitKat, Nido, Maggi, and pet food. Nestlé faces challenges in meeting changing consumer demands around health, e-commerce, and clean labels. However, through innovation and portfolio management, Nestlé aims to be the leader in nutrition, health, and wellness.
Similar to Marketing strategy and propaganda of Ferrero (20)
Native name Dr. Aafia Siddiqui
Born : 2 March 1972 (age 44)
Karachi, Sindh, Pakistan
Nationality : Pakistani[1][2]
Other names: Lady al-Qaeda[3]
Alma mater Massachusetts Institute of Technology (BS)
Brandeis University (PhD)
Height 5 ft 4 in (1.63 m)[4]
Weight 90 lb (41 kg) (at time of arraignment)[4]
Board member of Institute of Islamic Research and Teaching (President)[5][6]
Religion Sunni Islam
Criminal charge Attempted murder, assault with a deadly weapon
Criminal penalty Convicted; sentenced to 86 years in prison[7][8]
Criminal status Held in the FMC Carswell, Fort Worth, Texas, United States[7]
Spouse(s)
Amjad Mohammed Khan (1995 – 21 October 2002) (divorced)
allegedly Ammar al-Baluchi, also known as Ali Abdul Aziz Ali (February 2003–present)[citation needed]
Children Mohammad Ahmed (born 1996)
Mariam Bint Muhammad (born 1998)
Suleman (born September 2002)
Before starting a business, one must consider start-up costs by budgeting finances from personal savings, friends and family, or loans. A business plan should then be made that outlines the type of business - whether it be a franchise, buying an existing business, or starting from scratch. Location and competitors are also important factors, as the business should be in a busy area and offer products competitors do not. Insurance, licenses and registrations, legal obligations, research, marketing, staffing needs, and technology choices must all be addressed to lay the foundation for a successful new business. Compromising on any of these critical factors could hamper the business's growth.
This document discusses major problems facing the economy of Bangladesh, identifying 5 key barriers: population, natural calamities/environmental issues, political instability, inequality, and corruption. It focuses on population and natural disasters, explaining how overpopulation strains resources and how floods, cyclones and other natural disasters damage infrastructure and agriculture. To address these issues, it recommends increasing education to reduce population growth, promoting family planning, developing flood protections like dams, and addressing global warming and environmental degradation.
This document provides an overview of key accounting concepts:
1. Accounting is used to collect, classify, and manipulate financial data for organizations and individuals. Generally accepted accounting principles (GAAP) are the standard framework for financial accounting.
2. Accounting principles are the rules for reporting financial data, commonly following GAAP. Constraints, assumptions, and principles include conservatism, monetary unit, and going concern.
3. Users of accounting information include internal parties like management and owners, as well as external parties like creditors, investors, and government for purposes like decision making, taxation, and research.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
The Influence of Marketing Strategy and Market Competition on Business Perfor...
Marketing strategy and propaganda of Ferrero
1. Ferrero
Introduction
Ferrero is an Italian manufacturer of branded chocolate and confectionery products and it is the third
biggest chocolate producer and confectionery company in the world. It was founded in 1946 in Alba,
Piedmont, Italy, by Pietro Ferrero, a confectioner and small-time pastry maker who laid the
groundwork for Nutella and famously added hazelnut to save money on chocolate. The company
saw a period of tremendous growth and success under Pietro's son Michele Ferrero, who in turn
handed over the daily operations to his sons. His son Pietro, who oversaw global business, died on
April 18, 2011, in a cycling accident in South Africa at the age of 47.
The Ferrero Group worldwide – now headed by CEO Giovanni Ferrero – includes 38 trading
companies, 18 factories, approximately 21,500 employees and produces around 365,000 tons of
Nutella each year. Ferrero International SA's headquarters is in Luxembourg. Ferrero is a private
company owned by the Ferrero family and has been described as "one of the world's most secretive
firms". Reputation Institute's 2009 survey ranks Ferrero as the most reputable company in the world.
The recently announced financial results for the fiscal year ending August 31, 2016 showed
consolidated sales growth of 8.2% from the previous fiscal year.
History
The Ferrero was founded in 1946 in Alba, Italy. Shortly after release production was halted due to a
problem with label printing. Michele Ferrero, the credited inventor, named the chocolate after a
grotto in the Roman Catholic shrine of Lourdes. Rocher comes from the French and means rock, the
main grotto at the Lourdes shrine is in the rock of Massabielle.
1950 – Michele Ferrero took over the company with his uncle and mother.
1956 – European debut the Ferrero factory open in Germany.
1964 – Nutella is launched.
1968 – The kinder division is formed delicious treats specially made for children.
1969 – Tic tac is launched in America.
1975 – Kinder surprise is launched in France.
1980 – Six new products including Ferrero Rocher.
1982 – The Kinder and Ferrero brands are loved and enjoyed in all five continents.
1991 – Foundation Ferrero is registered as a charity chaired by Michele Ferrero’s wife Maria Franca.
1992 – Ferrero Mexico opens its doors.
1994 – Operations in Brazil start with Kinder Surprise.
1995 – Ferrero enters the Russian market.
1996 – Ferrero begins construction of the factory in Poland.
1997 – Pietro and Giovanni Ferrero, Michele’s sons, take over the reins of the Group.
2. 2005 – Michele Ferrero is awarded Knight Grand Cross by the Italian President.
2007 – Ferrero opens offices in China.
2009 – Ferrero wins the prestigious international ‘Reputation Award’. Nutella is served at the G8
summit.
2010 – The group has 18 manufacturing plants, of which four are in Italy. In June, the first Ferrero
CSR report is presented.
2012 – Ferrero launches Raffaella in Brazil. Kinder Joy and Tic Tac are exported to the Middle East
& South-East Asia.
2013 – Ferrero creates two new production plants in Mexico and Turkey bringing the total number
within the group to twenty.
2014 – Ferrero makes a $70 million hazelnut investment in New South Wales, Australia.
Ferrero buys Oltan Group, the world’s largest hazelnut producer, forever securing its long-
term competitive advantage and providing security for its production in decades to come.
Nutella is 50 years old and enjoyed in 160 countries with over 360,000 tons of the delicious
hazelnut spread produced every year.
Ingredients
The chocolate consists of a whole roasted hazelnut encased in a thin wafer shell filled with hazelnut
chocolate and covered in milk chocolate and chopped hazelnuts. Its ingredients are milk chocolate,
sugar, cocoa butter, cocoa mass, skim milk powder, butteroil, lecithin as emulsifier, vanillin, whey,
hazelnuts, palm oil, wheat flour, low fat cocoa powder, sodium bicarbonate, and salt.
3. Brands
Hazelnut
In 2013 a $60 million hazelnut development business was approved in South Wales in Australia.
Ferrero had been working on this for sometimes and operation would see $1 million trees planted in
two firms. The first commercial crop is expected to be in full production in 2021. At full production
the firm expected to generate some 5000 tons of hazelnuts. The initiative should also help to
convince other growers to reconsider hazelnut as a cash crop. Potentially, the hazelnut export
business is worth $170 million in Australia each year.
Kinder Chocolate
Kinder Chocolate is a confectionery product brand line of Italian confectionery multinational Ferrero
Spa. Kinder was developed and produced at Ferrero Germany (Frankfurt) in 1967 for the German
market. One year later (in 1968) it was sold in Italy, before reaching the countries along the
Mediterranean Sea.
Tic Tac
Tic Tac is a brand of small, hard mints, consisting of 94.5% sugar, manufactured by the Italian
confectioner Ferrero, and are available in a variety of flavor’s in over 100 countries.
Tic Tacs were first produced in 1968. They are usually sold in small transparent plastic boxes with a
flip-action living hinge lid. Originally, Tic Tacs were dyed specific colors for different flavors,
although in many countries the transparent plastic boxes are colored and the actual Tic Tacs are
white.
Raffaello
Raffaello is a spherical coconut-almond confection that manufacturer Ferrero SpA brought to the
market in 1990. The total almond content accounts for 8% of the weight, and the total coconut
content is 23.5%.
The praline comprises a spherical wafer which is filled with a white milk cream and white blanched
almonds. It is surrounded by a coconut layer. Raffaello contains no chocolate, but does contain
lactose, making Raffaello incompatible for consumers with lactose intolerance. Likewise, almonds
instead of hazelnuts are included, which is relevant for those allergic to hazelnut.
Marketing Segmentation
Demographic
• Age :16 - 45 years old
• Marital status: Single and Married
• Ethnicity: all culture
Psychographic
• Lifestyle: Students, workers, teenagers
• Lovers
• Ferrero Rocher lovers
4. Geographic
• Region: Urban
• Density: Huge
• Nation: universal
Behavioral
• Occasions: Festivals, Social Functions, Valentine day
• User status: High Status
SWOT Analysis
Strength
Unique product and taste
Packaged by golden paper
Weakness
Less popular chocolate brand product in Indonesia
Quite expensive price among competitor
Only for special occasions consumptions
Packaging created luxuries & expensive image
Small exposure through media
Distributed more to modern outlet
Opportunities
Big market for Indonesia
Threat
Market leader always follow by others
Local brand
Marketing Mix
Product
Ferrero Rocher is the premium luxurious chocolate product of the Ferrero group which is usually
given as a gift during special occasions. Its main ingredients are sugar, milk chocolate, cocoa butter,
skim milk powder, butteroil, vanillin, palm oil, wheat flour, low-fat cocoa powder, sodium
bicarbonate, emulsifier and salt. The Ferrero Rocher chocolate is a ball which has a number of
layers. The inner most is hazelnut chocolate which is in the form of a ball inside which there is a
hazelnut. This hazelnut chocolate ball is coated with a thin wafer shell. There is another coating of
milk chocolate with bits of hazelnut in it on top of the wafer shell. The chocolate is wrapped in
golden color foil having the Ferrero Rocher sticker. Apart from this, there are other products in its
marketing mix which are offered. The offering is in boxes which may contain 3,16,24,28,30 and 42
pieces. The boxes which have been used so far have been of different shapes like bells, rectangles,
pyramids etc.
5. Price
Ferrero Rocher is a premium product and hence is priced higher than the usual chocolates. The
ingredients for example hazelnuts and the others used are expensive which add to the cost of the
product. Ferrero Rocher faces competition from companies like Lindt, Hershey, Cadbury and Nestle
but in spite of being in a competitive market it prices itself apart from the rest which gives the brand
a unique identity and puts it in the luxurious bracket. The prices may be slightly lower if purchased
online as compared to the retail outlets. Ferrero Rocher being a premium brand does not offer any
discounts to the customers. The marketing mix pricing strategy of Ferrero Rocher is thus a premium
pricing strategy. It targets the upper strata of the society.
Place
Ferrero Rocher is a prestige product and hence its availability is in select locations. It is available in
malls and big supermarkets where the people who visit are from that strata of the society which can
afford luxury products. Very few select retail outlets may sell these in upscale areas. Ferrero Rocher
is also available online on ecommerce platforms and discount deals can be obtained only through
these depending upon the individual sellers. The company has 22 production plants across 5
continents and sells the chocolate to 170 countries. The company employs Infolog GE and Skep
Forecasting to strengthen and monitor its distribution network. These tools enable it to account for
delivery schedules, demand, production etc. in an efficient manner. All its factories are ISO 9001
certified which assures great quality.
Promotion
The way the Ferrero Rocher has been crafted is very appealing especially because of the golden
wrapper. The chocolate is available in different types of boxes. The company sells it in boxes of the
shape of Easter Bunny during Easter to convey the message. Bell shaped and pyramid shaped boxes
are used for packaging it during Christmas. Thus, they promote Ferrero Rocher aggressively during
festive seasons as it is considered to be a very sophisticated gift. The company advertises heavily on
television in Italy. ‘Ambassador’s Reception’ is one of the classic adverts that it has had which made
its return to TV in 2003. ‘Share the Magic’ was one of the successful campaigns it has had over the
years. It has sponsored various events like fashion weeks and also the famous television show
‘Desperate Housewives’. Ferrero Rocher has separate Instagram and Facebook pages according to
countries so that it caters to the festivals of those countries and puts up relevant posts in connection
with those festivals. They also use print media like newspapers and also traditional channels like
billboards in some countries. Hence this completes the marketing mix of Ferrero Rocher.
Marketing Tactics
Focus on segmentation target, the biggest percentage segment by age is between 5-14 and 15-60
years of age.
Competitor penetration monitoring, SQ brand lead the sales of local product Giant sales 2010.
Consider the low-price product to set foot firmly in the competition
Penetration more often to potential market (contribute biggest revenue)
To firm the positioning of the product and actively creative for the new products
Smartly join sponsorship to raise company image
Educate people as market target the importance of chocolate product
6. Marketing Strategy
Product
Raw cocoa quality guarantee chocolate product quality
Packaging of the product also secure the quality and image
Good shape of the product
Price
Use margin price method
Market price survey
Promotion
Advertising
Sampling, demo, promotion, etc.
Direct sales / online marketing
Mouth to mouth and community sales strategy
Place
Merchandising in modern outlets
Company owned counter
Canvassing to certain place
Competitors
Mars
Mars with 28% of market share (in value). The American group is set up in France since 1951. Mars
produces both categories of the chocolate confectionery market: chocolate bars with the brands
Mars, Snickers or Bounty and chocolate balls with M&M’s and Maltesers. Contrary to the other
manufacturers, Mars doesn’t organize seasonal promotion during Easter or Christmas, but it makes
other kind of operations. At the beginning of 2012, Mars launches a new product “M&M’s Peanuts
Noir Intense” and the chocolate bar Mars celebrates its 80 years.
Nestle
Nestlé with 14,2% of market share (in value). France is the second global market just after the USA.
Chocolate is the flagship product of the group, with different brands like Kit Kat, Smarties or Lion.
In 2011, Nestlé stretched the Kit Kat ball range, with a new product “Kit Kat ball chocolate blanc”.
Moreover, 2012 is the year where Kit Kat makes its come-back on TV commercial.
Kraft Foods and Milka
Kraft Foods with 6,2% of market share (in value). Thanks to the Cadbury buyout in 2010, Kraft
Foods has become the chocolate, chewing-gum and confectionery leader. The main chocolate brands
are Côte d’Or, Tobler one and Milka.
Since 2011, Milka has proposed a new chocolate confectionery range, with its Milka Snax brand.
This new brand is made up of five progressively launched products.
7. Milka is very active this year, indeed the brand also launched Milka Crispell with two products
(chocolate flavor and vanilla flavor), to reinforce its new chocolate confectionery range.
In January, Kraft repeated its transverse promotional operation: The Delice Days, with 20 brands of
chocolate, coffee and biscuit including for the first time Milka snax.
Just few weeks ago, we learned about the creation of the new Kraft division: Mondelez which
groups, amongst others things, the Milka chocolate or the Cadbury confectionery together.
Negative Side
Nutella is a worldwide brand, a well-known word which makes kids go crazy over it. The story of
Nutella had begun in 1964, when the Italian Company Ferrero started to produce this jar full of
deliciousness.
The brand is still held by the same company, but it is also produced in many countries by local
manufacturers.
Nutella was a success from the moment it appeared, kids cried over it and parents had headaches
because of it. As the time passed and with the various marketing strategies, Nutella has become the
number one product.
Since we are little, we learn that sweets are unhealthy and harmful for us and yet on Nutella`s label
stands the sign “No Artificial Colors and No Artificial Preservatives”, which may fool us into buying
this product, but if we go further into the jar`s label and do a little research, we will see that not only
is Nutella completely useless for consumption but it`s also far from healthy.
When we open a jar of Nutella, we see a delicious cream made of hazelnut, which not only smells
nice but it also tastes great. In order for manufacturers to get that even texture, Nutella undergoes
heavy processing which results in losing all the valuable nutrients.
Environment concerns
Ferrero's advertising campaign has drawn some political fire.
The anti-establishment 5-Star Movement, which is running neck-and-neck with the ruling
Democratic Party in opinion polls, has asked the Italian advertising authority to block Ferrero's
campaign and fine it for misleading consumers on both health and environmental risks.
A spokeswoman for the advertising authority said it had yet to decide whether to reject the 5-Star
complaint or take measures against Ferrero, adding that the process could take several more weeks.
The palm oil industry, dominated by producers in Malaysia and Indonesia, believes Ferrero is
playing an important role in addressing what it regards as misconceptions among consumers.
"It is good that Ferrero has clarified that the palm oil they use is safe and sustainable," said Yusof
Basiron, chief executive of the Malaysian Palm Oil Council.
He said Malaysian producers had not suffered any impact on their European exports after the EFSA
opinion. The Indonesian Palm Oil Association also said there had been no impact.
8. 1. Soy lecithin
It`s a waste product and its function are to keep fats and water from separating in processed food
such as peanut butter, ice-cream, margarine, baby formulas. Even though soy is consumed a lot in
the east, the west has different policies when it comes to manufacturing soy.
Soy products are definitely genetically modified and are regarded as extremely dangerous for the
environment and especially for consumers, causing immunological alternations, creation of allergies,
premature puberty, uncontrolled weight gain and even breast cancer. Genetically modified soy
contains toxicants which have fatal effects.
2. Skim milk
Due to the vast production of milk and its enormous need on the market, we can only assume the
conditions under which manufacturers get huge amounts of milk. Cows are fed on GMO corns and
they also use plenty of supplements in order to increase the production and reduce the cost. This
results in bad quality; tasteless milk made of powdered milk and causes bad cholesterol.
3. Vanillin
This ingredient gives the flavor in the Nutella, it is produced in China and it also cause addiction by
stimulating the brain and the hormone of happiness. Notorious ingredient responsible for destroying
brain cells. However, people mistake vanillin for vanilla, but this is just an extract which gives the
taste and flavor and it`s actually the most dangerous ingredient in Nutella and it`s full with
chemicals. It`s mainly produced in China (about 90% of it) and this includes Nutella.
But what is even more terrifying, vanillin contains MSG, a “secret ingredient” that couldn`t be
classified both as vitamin nor mineral, but it has been proven to stimulate our reward system of the
brain and therefore makes us eat more and more. MSG on the other hand, is consisted of glutamate,
sodium and water. Many scientists believe that such ingredients are responsible for many
neurological disorders, infections, endocrine disorders, obesity, seizures and diseases such as
Alzheimer`s, Parkinson`s, Huntington`s disease.
4. Sugar
Nutella contains processed sugar by weight. As you can suppose, Nutella contains an enormous
number of calories. The sugar is made out of sugar beet which is filled with pesticides and this type
can only harm your organism.
Refined sugar is related to ADHD, anxiety, autism, depression, ADD and migraine. I don`t think that
you will need a better reason to say NO to Nutella, there are so many negative side effects of its
consumption and yet you can easily replace it with healthy products which are as tasty as Nutella.
Future generation mustn`t get hooked on this product, because with time Nutella gets more
processed not healthier.
9. 5. Palm Oil
Not only is the high amount of sugar a negative side of Nutella but also the Palm Oil. Palm Oil is a
vegetable fat gained from the flesh of the oil palm. Palm Oil is also used in margarine, some
cosmetic products, detergent and aluminum. Palm Oil is the most important oil of the world. Over
the past years the demand of palm oil has grown from 25,6 million tons in 2001 to 46 million tons in
2009. Malaysia and Indonesia are the production leaders with 85 % of the world production.
Corporate Social Responsibility
For the Ferrero Group, the term corporate social responsibility has always stood for caring for people
and for the local area, namely employees and former employees, consumers, families and the local
communities in which it operates. These principles of social responsibility guided Ferrero's first
steps in Alba and remain unchanged to this day.
The Ferrero Group’s approach to sustainability is currently based on the company’s social
responsibility strategy: “Sharing values to create value”.
For Ferrero, the creation of shared value is a practice that affects all stages of the supply chain: it
goes from caring for the people who have made and continue to make the history of the Group, the
support of local communities, the promotion of active lifestyles among youths and their families, all
the way to its strong commitment to sustainable farming practices and safeguarding and protecting
the environment. Our corporate social responsibility strategy is currently divided into two main
subject areas: People and the Planet.
People
At Ferrero, customer focus isn't just a value, it's something we put into practice every day, based on
a sense of responsibility that goes beyond commercial goals. This responsibility is made into reality
through Ferrero's nutritional strategy, ongoing innovation, the quality and freshness of its products,
food safety and responsible and transparent communication. In addition, Ferrero shows a constant
interest in the lives of its current employees and former employees and people living in the
communities in which it operates. This commitment is also demonstrated through the activities of
the Ferrero Foundation and the Michele Ferrero Entrepreneurial Project, active in Africa and Asia.
The Group also continues its commitment to the promotion of active lifestyles by addressing young
people and their families through the global Kinder Sport “Joy of moving” program.
Planet
Monitoring and improving the impact of its activities throughout the entire supply chain is a priority
for the Ferrero Group, which it addresses by ensuring that its main raw materials are responsibly
sourced. In addition, the Group is committed to production that respects the environment, by making
use of the best technologies available, ensuring that the use of energy, materials and natural
resources is efficient and by consuming water resources responsibly and reasonably. Acknowledging
this responsibility, Ferrero is strongly committed to minimizing its environmental impact, from raw
materials to production plants and logistics, along the entire value chain.
10. Recommendations
Asia has the world’s booming economies while Europe and America are in a recession. Ferrero
should promote their products more in the Asian markets especially in China and India which has an
emerging upper middle class which will amount to half of the world’s population.
Localize the advertisements and promotions. Ferrero should look in to the culture, values, norms and
trends of the markets which they cater and then design the adverts and promotions.
The market which Ferrero caters is relatively inelastic to the price. They should try to increase the
prices and improve the profits.
Ferrero can use price differentiation in the markets by increasing prices in the markets which has
high purchasing power.
Ferrero can improve their brand image and sales in the local markets by sponsoring local events.
Get some customer feedback and carry out market researches frequently.